Glossary | M | Mobile Ad Viewability

What is ad viewability?

As defined by the IAB, mobile ad viewability is the percentage of impressions in which 50% of the ad was in view for a minimum of 1 second for display ads, and 2 seconds for video ads. It is a key metric for mobile advertising campaigns, as it gives mobile marketers a clearer picture of their campaign performance and the quality of their ad sources.

Mobile ad and in-app viewability are especially important for brand advertisers who run CPM campaigns and want to ensure that their ads were seen by real people. Mobile marketers can measure in-app viewability and see viewability metrics on their attribution dashboards or the dashboards of the ad sources they are running with, if available.